Using Segments To Improve Engagement

One of the best ways to improve email deliverability & open rates is by segmenting the list into different groups based on the activity of the users. This allows you to send more personalized emails to different groups. 

What is email segmentation?

Email segmentation is the division of email marketing subscribers into smaller groups based on specific criteria. By segmenting your emails in your marketing platform, you can create personalized content that’s more likely to resonate with your entire audience.

MailPoet allows customers to create segments of subscribers in  MailPoet > Lists > Segments tab. 

Here are a few simple yet effective ways to segment your list and help you achieve better inbox placement, maximum deliverability and to improve engagements:


Segment by frequency of emails sent

If you’re sending high-frequency emails, include options such as daily, weekly, and monthly to your subscription form, making send frequency a customer preference.

To do that, you should create a new custom field (use the "Radio buttons" or "Select" type) to be added to your subscription form:

After giving your subscribers the opportunity to choose how frequent they would like to receive your emails, you can create a Segment for each option:

And if you have a Post Notification email set up, consider creating 3 different emails, each one associated with the proper segment and following the right conditions (daily, weekly, monthly).


Segment by interests

Do you have several product categories? Consider letting your subscribers choose to receive emails based on the categories that are of the most interest to them. Customers expect email messages to be relevant to their interests.

Similar to the sending frequency, you can add a custom field to your form and have category options to be selected at the moment of subscription, so you can create segments based on this custom field later.

This way you can create multiple targeted subscriptions and allow subscribers to choose which post categories they want to receive emails from.

When creating the different Post Notification emails, you can filter the post categories for each email in the Automatic Latest Content's block


Segment to improve engagement

We recommend that you create segments for your subscribers for the following two following conditions to improve engagements:

1. Subscriber Score:

Creating segments for your subscribers who have a "good" or "excellent" score of 30% and above is a good way of ensuring that your emails will be delivered to subscribers who have been consistent in engaging with your emails in the past.

2. Less Engaged Subscribers:

It's also worth creating a segment for your less engaged subscribers and add them to a "Less Engaged" segment or something similar.

You can then create a special re-engagement email campaign later for this segment to win them back or let them go permanently.

Segment based on past purchases

You can create segments according to your customer's purchase history and adjust the content of your email campaign accordingly. For subscribers who have only purchased once in the last 120 days, for example, include content that encourages them to buy again. 

You can also combine conditions to create a very specific niche:

Here are some ways you that can create segments based on past purchases and historical metrics:

  • Top customers: customers who have spent over a certain amount of money over the past X days.
  • Frequent customers: customers who have purchased a certain amount of times in the past number of months
  • Never bought: subscribers who haven’t yet made a purchase

Segment by geographic location

You can create location-based segments, and adjust your content according to multiple cultures, weather, and special dates for different countries.


Others

With the help of MailPoet's reporting tools, you can analyze the performance of your marketing campaigns that provide valuable insight into the behaviour of your customers. One of the most useful features is Detailed Statistics, which allows you to dig deeper and see how each of your subscribers interacted with your campaign.

You can also create segments for subscribers who have performed certain Actions (by a general number of opens, opened/not opened, and clicked/not clicked links), The number of orders, Purchased product X, Has an active subscription, etc. You can find a full list of segmentation options by going to our Guide to Subscriber Segmentation page. 

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